9X Media is launching an international music channel called 9XO today, 24 April 2012. 9XO will be the sixth music channel from the Group.
Targeted at the upscale urban youth, 9XO will air English and international music from across the globe. The channel also aims to provide a platform called 'OmeGrown', for independent Indian music bands playing English music to showcase their talent.
Speaking on the launch of 9XO, Luke Kenny, programming head for the channel, said, “Till date there has never been a 100% pure International music television channel. With 9XO we would bring the music video experience back full circle to the way the audience likes it - uninterrupted, with no non-music programming whatsoever.”
Kenny added, “The resurgence of Indian artists and bands playing English music has encouraged us to introduce a unique platform on 9XO called 'OmeGrown'. The platform will highlight Indian talent and will bring to the fore the multi-talented youth who are pursuing English music and its sub-cultures in creative ways."
Punit Pandey, senior vice president and business head, 9X Media, said, “The urban youth in India clearly feels the need of a platform that delivers international music in a great audio visual format. With 9XO, we believe that we address this need gap by airing the best of English and international Music.”
He revealed, “We have also empanelled about 150 college students across key metros that we worked with, right at the channel construct stage. These students would continue to work with us as 9XO board of advisors on all the upcoming initiatives on the channel as well as on our digital platform.”
9XO will also launch its official website – www.9xO.in